Moshtix is a leading ticketing specialist based in Australia and New Zealand who are especially well known for live music events and festivals. In recent years their operations had expanded to include many other kinds of events, including general entertainment, sports, arts and cultural events. We were asked to scrutinise the brand and culture of Moshtix to reposition and redesign the brand with an objective of making the business as attractive and valuable as possible for acquisition.
Into the moshpit.
The project scope was broad, from creating a brand strategy and positioning, to defining the Moshtix culture. We were asked to refresh the brand identity and reorganise brand architecture to facilitate expanded operations across a wider array of live events. We conducted in-depth interviews with leadership, staff, clients and ticket buyers to achieve a deep understanding of the Moshtix brand to determine what made them different to other ticketing companies. Almost universally the response was “Moshtixgenuinely care about the live experience they give people” and that “they made things easy for us”. In combination with the live nature of the events they ticket we created a strategy which was a play on words and would work across all areas of their business; “Moshtix – Make Live Easy”.
A good moshing.
The four coloured circles in the original logo had some visual equity, but the configuration and colours were a little dull when you consider what Moshtix do as a business. Our design solution was inspired by the Moshtix brand name, which is derived from the energetic dance style called moshing (performed by an audience at live music events in the mosh pit). It was creatively logical for us to simply ‘mosh’ the logo and make the circles dance. We simplified the number of operational categories to four - Music, Sports, Culture and Events and connected them with the four new modernised brand icon colours. We took the circular theme throughout application and advertising using simplicity and energy to convey the excitement of the Moshtix brand.
The refreshed Moshtix brand was adopted internally and externally. Within twelve months of relaunch the owners secured a multi-million dollar acquisition by Ticketmaster / Live Nation in a lucrative deal which would repositioning the brand as a Ticketmaster Company and continue the application of our new Moshtix branding.